PENGARUH FLASH SALE DAN VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN DENGAN EMOSI BELANJA SEBAGAI VARIABEL INTERVENING PADA SHOPEE (Studi di Kota Pontianak)

Abstract

This study aims to determine the effect of flash sales and visual merchandising on purchasing decisions with shopping emotions as an intervening variable at Shopee in Pontianak City. The sampling technique used is purposive sampling with a non-probability method with a total of 150 respondents, through an online questionnaire (google form). The data analysis method used starts from the research instrument test, descriptive statistical analysis related to research data, classical assumption test, path analysis and the results of hypothesis testing that are tested using the SPSS version 26 data processing program. First sub-structure shows that flash sales have a significant effect on shopping emotions and visual merchandising has a significant effect on shopping emotions. The results of the research on the second sub-structure show that flash sales have a significant effect on purchasing decisions. Visual merchandising has a significant effect on purchasing decisions, and shopping emotions have a significant effect on purchasing decisions.